B2B Sales: Definition, Skills, and Best Practices

B2B sales is complex. No two sales are exactly alike, and sellers must adapt to changing circumstances while moving buyers through the process. With higher stakes and longer sales cycles in B2B sales, missteps can be costly.

And B2B sales has only become more complicated. Increased competition, new technology, and more informed buyers have made it necessary for sellers to rethink the ways they connect and engage.

This complexity comes with a fundamental question all sellers must answer: how do you differentiate and make your value clear to buyers?

14 Tips for B2B Sales

B2B buyers are more prepared than ever. CMO Council research shows that B2B customers will research and compare solutions before talking to a seller, often completing 50-90% of the work beforehand.

To keep up, sellers must be just as prepared from the first touch to the close of the sale. These tips will help provide structure, consistency, and clarity to your sales process.

1. Drive Value

All sellers talk about providing value, but few actually do it well. To drive value, you need to have a plan to create it. You need to be obsessed with the value you bring to buyers in every conversation and every touch. The companies and sellers who do this experience wildly better sales results.

But what does value look like? We’ll cover some of the ways B2B sellers can drive value for buyers, but the following are some of the many ways you might provide it throughout the selling process:

• Rethink and communicate your value proposition
• Educate the buyer with new ideas and insights
• Collaborate with the buyer
• Align your selling process with the buying process
• Remove common communication hurdles
• Mitigate risk for the buyer
• Understand the buyer’s company and industry

Value is in the eye of the beholder. Seek to understand what each individual buyer values most and provide that in your sales interactions. (Hint: value goes above and beyond the product or service you are selling.)

2. Do Your Research

In the world of complex sales, information is king. Your buyers will research you and will go into conversations with some idea of what they’re looking for.

As a baseline, you should already have an idea of what your ideal customer looks like in terms of industry, location, size, and type. Educate yourself on potential prospects and qualify your leads before spending too much time on any one opportunity.

Of course, success in B2B sales relies on your ability to learn about your buyer and explore their needs. But when 71% of buyers want to talk to sellers when they’re actively looking for new ideas and possibilities to drive stronger business results, it pays to proactively identify those who are the best fit for your solutions and offer ideas to help them succeed.

3. Identify Buyer Personas

In addition to the set of needs specific to each buyer, buyers have a range of communication preferences and buying styles. If you can identify which applies to your buyers, you can plan your sales activities to match.

Six buyer personas define these preferences, though buyers often display a mix of preferences and buying styles. With these personas as a starting point, you can dig deeper into which your prospects resemble and use that information to help guide your conversations with them.

4. Know Your Offering

One of the biggest challenges of B2B sales is navigating the levels of customization and complexity that come with selling solutions.

A canned pitch won’t cut it. You’ll need to answer buyer questions, mitigate risk, and lead compelling proposal presentations. By anticipating common questions and having deep knowledge of your full suite of offerings, you can open up new possibilities and build confidence with buyers.

5. Build a Strong Sales Funnel

Your sales funnel (and by extent, your sales process) must be constructed to account for the buyer journey. You want to meet buyers when they’re looking to solve a problem or explore new possibilities and align your selling process with their buying process.

Notably, across the sales cycle, no single capability distinguishes the best sellers from others. Top-Performing Sellers outperform across every stage, mastering the key skills necessary for each.

The complexity and number of decision makers involved in B2B sales affects the dynamics of your sales funnel. It takes longer to move from stage to stage, so understanding the status of your buyers and how you can move them along the funnel is a must.

6. Grow Your Accounts

Grab a piece of paper and pen and write down the following:

1. Name a current account you believe you should be generating more business with.
2. Write down the specific need you see or product or service they should be buying, but aren't. (Even better, talk to a few of your colleagues who have a good vision for how to sell your complete capability set, and ask them to meet with you to brainstorm how to grow the account.)
3. Write down ideas for how to reach out to the buyer and start discussions around these needs or product/service areas. Be sure your ideas provide value to your buyers.

If you're serious about sales growth, tap into one of the biggest untapped opportunities in B2B sales and look first to your existing clients.

Of course, this is a simple start. Create a strong strategic account plan and execute it, and you might just find yourself flooded with new business.

Read: 6 Tips to Sell to Existing Accounts

7. Bring Insights to Your Buyers

According to our What Sales Winners Do Differently research, the #1 factor most separating sales winners from the rest—according to the 700 buyers we surveyed—is that sales winners bring new ideas and insights to the table. Doing this helps you drive value for buyers and generate new opportunities in your existing accounts.

Buyers want your ideas and are looking for your insights. You can do so by leading a thorough needs discovery and using this information to explore and communicate the impact you can make on their business.

Download: How to Change the Buyer Conversation with Insight Toolkit

8. Stop, Collaborate, and Listen (and Do a Few Other Things)

According to buyers, sales winners don't just provide new ideas and perspectives.

Buyers strongly agree/agree they choose sellers who:

• Collaborate: 73%
• Persuade buyers they will achieve results: 70%
• Listen: 75%
• Understand needs: 73%

These are also among the factors most separating sales winners from second-place finishers.

When it comes to the top two factors—bringing insights and collaborating with buyers—sales winners sell radically differently than second-place finishers. None of the remaining factors—understanding needs, listening, persuading buyers you'll achieve results—are new, it's simply that winners do a better job of them.

Evaluating your own skills can be a challenge—there’s a notable gap in perception between how sellers perceive their own skills and how buyers pursue them. Taking the time to reassess your sales fundamentals is worthwhile, even for a seasoned seller.

9. Minimize Buyer's Risk

For every 100 times you find advice to "sell the ROI," you might find one piece of advice to minimize the perception of risk for the buyer. Risk plays an important role in a buyer's decision process. Buyers are naturally skeptical, especially given the high price point of many B2B deals.

It's your job to minimize this risk and overcome the hurdles. However, this doesn’t mean avoiding talking about risk entirely. If you bring up risk in your conversations and demonstrate how you can reduce it, you can improve trust with your buyer.

10. Reach High to Decision-Makers

The buzz in B2B sales is that buying committees are growing. While this may be true, we've found that by and large, buying teams have one person who has profound influence over the ultimate decision: The Domino.

Whomever plays the role of Domino should receive special attention from you. See if you can get one-on-one time with them and inspire them with your solution.

Often, the Domino is a senior executive or similar. Because of this, learning how to sell to senior executives and understanding their preferences and buying styles can dramatically increase your odds of winning the sale.

11. Be Proactive

Opportunities are out there. Buyers are making strategic investments more frequently and they're open to switching providers. They want your ideas and they want to talk to you early in the buying process.

Approach buyer conversations with value and provide new insights and ideas, and you can blow away your sales goals. But you must do this proactively. Conversations with buyers aren’t going to fall into your lap.

This is also true for conversations about new opportunities with your current accounts. You must proactively create conversations with your existing accounts if you want to grow them.

12. Manage Your TIME for Maximum Sales Productivity

For the greatest B2B sales success, you need to maximize your time and motivation and get the right things done every day. Begin to track your TIME and where you're spending it. Then make a plan for how you want to be spending it. The sooner you figure out where your time is going, the sooner you can start maximizing the time you spend on what's really important.

13. Develop the B2B Sales Skills You Need to Succeed

The top 3 sales skills possessed by sellers at Top-Performing Sales Organizations are:

• Driving and winning sales opportunities: 68% vs. 50% of The Rest
• Core consultative selling: 65% vs. 41% of The Rest
• Driving account growth: 65% vs. 43% of The Rest

Take the time to focus on improving your fundamental consultative selling skills, put a process in place to win your most important sales opportunities, and seek to proactively drive account growth. Do these three things well and you may find yourself among the Top Performers.

14. Track Your Metrics

Best practices are useful, but metrics provide the critical insight necessary to elevate your sales activities.

The number of sales metrics can be overwhelming, and not all metrics deserve the same amount of attention. Take the time to identify your:

• Lead Measures: Specific activities or behaviors likely to drive desired outcomes
• Lag Measures: The ultimate result of a certain set of actions

Once you know what you want to track, set up mechanisms for tracking. For example, if account growth is a priority, identify how many accounts you’ll reach out to, how many opportunities you expect to create from this effort, and ultimately how much in pipeline and closed sales you expect to generate. Then be sure to track this activity and review it regularly to gauge whether or not you are on track.

Organizational Imperatives for B2B Sales

There are also several organizational factors that play a vital role in enabling B2B sales success. Here are three key imperatives that set top-performing organizations apart:

1.Promote Continuous Learning

Research shows that sales success correlates strongly with three interconnected factors: effective management, regular coaching, and comprehensive training. Sellers thrive when given ongoing support through structured onboarding, skill development, coaching, and continuous reinforcement of best practices.

2. Build a Strategic Enablement Function

Sales/revenue enablement has evolved from a nice-to-have into a strategic imperative. Organizations that achieve the greatest success treat enablement as a long-term change management initiative rather than a short-term fix. This approach emphasizes building an adaptive culture focused on sustainable performance improvement.

Download: The Ultimate Sales Enablement Toolkit

3. Prioritize Value Creation

The most successful sales organizations put value creation at the center of everything they do. Our research shows that 81% of Top-Performing Sales Organizations prioritize driving maximum value for buyers. This focus on value manifests in multiple ways.

Value-Driving Sales Organizations consistently outperform their peers across key areas:

• Superior revenue growth and win rates
• Lower undesired sales turnover
• Stronger sales skills and higher seller motivation
• Maximized pricing and margins
• More effective sales processes and account management
• Greater leadership investment in sales effectiveness
• Stronger customer focus and alignment

Driving B2B Sales Outcomes

The complexity of B2B sales demands both individual seller excellence and organizational commitment to success. To achieve sustainable results:

1. Master the Fundamentals

Develop core capabilities in:

• Building and executing a winning sales process
• Leading compelling sales conversations
• Growing existing accounts strategically

2. Build Organizational Support

Create an environment that enables sales success through:

• Continuous learning and development programs
• Strategic sales enablement
• Value-driven culture and processes

3. Measure and Improve

Track both leading and lagging indicators to:

• Identify areas and priorities for improvement
• Refine your sales approach
• Scale what works across the organization

Organizations that combine strong individual selling capabilities with the right organizational support position themselves to achieve higher win rates, stronger account growth, and better overall sales performance.

Your Guide to Value-Based Selling in Complex Sales

What does value look like in complex sales, and how can you deliver it? Find out in this complimentary guide.

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